Understanding Content Marketing

In 2015, content development and copywriting are considered modern forms of marketing. [tweetthis]Today, content development & #copywriting are considered modern forms of #marketing.[/tweetthis] Content marketers and copywriters create and develop stories that organizations want to tell—they focus on ways to engage an audience, using written words in a way that changes or enhances a consumer behavior.

Wikipedia defines content marketing as “any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.” Photo Credit: publicdomainpictures.net

At its heart, content marketing can be used as part of a marketing strategy—an approach that uses words and stories to build trust, share information and develop relationships with consumers.

Content marketing pro David Kirkpatrick recently shared some great tips in a blog post for marketingsherpa.com. The tips included:

  • Understand that content marketing is not about selling.
    • Content marketing targets prospects in the research phase—it often reaches consumers that haven’t identified themselves as potential customers.
    • Content marketing raises brand awareness.
    • Content marketing and copywriting can be used to demonstrate you are a thought leader.
  • Content can come from many sources.
    • Created in-house by copywriters, marketing staff or product experts within a company.
    • Written by third-party sources like local copywriters and industry leaders.
    • User generated–in the form of customer testimonials and online reviews.
  • Sometimes content marketing IS about selling.
    • Once a potential consumer becomes a solid lead there are opportunities to provide additional content based on where they are in the sales pipeline.
    • Content marketing can be used to address specific “pain points” of prospects by providing them answers and solutions to known roadblocks.

“Be informative and relevant with content before trying to influence that final conversion to sale — that means taking a customer-centric approach to marketing. This involves giving your prospects what they want to know rather than what you want them to learn,” says Kirkpatrick.

Having a solid content marketing strategy in place is important.  Maybe even consider making “content marketing” the centerpiece of your overall marketing strategy—an added bonus is that copywriting and content marketing, when done properly, can be great for SEO!

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